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F UNCTIONS OF THE R EGISTRY Documented donor information An up-to-date listing of registered organ and tissue donor patients including their donation intentions available to ODO physicians and nurses An external web application that provides static pages to educate the public and guide them towards the online registration form. 9

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B UILDING A R EGISTRY Technology issues: encryption of the information as it is transported over the Internet and throughout the solution Create a service that could withstand a great amount of traffic Anticipate what could happen to other services like eChart Manitoba that use the same Internet connection? 10

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L AUNCHING THE REGISTRY Funding provided by Manitoba Health Worked with local ad agency ChangeMakers 8-week campaign included rural and local radio, transit ads, newsprint and billboards Press Conference at Millennium Library on Monday of NOTDAW hosted by Minister of Health, Premier of Manitoba and Transplant Manitoba, MC’d by Ace Burpee 14

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K NOW YOUR AUDIENCE 19 Health Informers12345 Family Doctor1% 15%22%60% Government Website5%6%25%37%21% Social Media22%27%33%10%1% News Media10%20%43%20%3% Health Website3%4%20%55%10% Family & Friends8%13%30%28%19% Participants were asked to rank each source in terms of reliability by circling the number that best applies. 1=Not Reliable; 3=Sometimes; 5=Reliable

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D O Y OU HAVE THE R ESOURCES TO S UPPORT A W EBSITE ? What happens when the site goes down? Can your server handle the traffic? Who answers the phone calls and emails from the public? Can you offer support in French? Other languages? Do you have the budget to maintain the site and keep it relevant? 20

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S OCIAL MEDIA UPLIFTING OR LET DOWN ? Facebook consistently a top referrer to the site Helped to spread awareness with no funds invested Used to get word out when we were trying to reach milestone number Did eventually wind down Facebook Organ Donor Status tool has not yielded the same push in numbers in Canada as it has in the US 21